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User's journey v0.1 i phone

This document contains a storyboard template to help develop a marketing story for a new app. It provides guidance on the key elements to include in 16 numbered "shots" or scenes, such as introducing a target user persona, describing their problem and goal, highlighting how the app delivers a unique solution, including screenshots of the app interface, listing competitors and partners, identifying challenges and responses to objections, and concluding with a call to action.

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Storyboard
“Shot List” 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Persona: a first name for your target user Target: the intended users of your app, i.e. your market segment Pain: the source of the user’s struggles Goal: the desired outcome for the user as a member of the target Qualifier: in one word, what your app delivers better than any other Proof: some form of validation (usually market- or technology-based) for the qualifier Screenshot 1: homepage or splash screen Screenshot 2: in-app shot that conveys user interaction Screenshot 3: in-app shot that conveys user interaction Competitors: 2 to 5 other products that help define your market Partners: 3 to 5 supported services, customers, or partners Name: the names of your team members that are relevant to the user Role: what Name does relative for the user or organization (not always title) Challenge: a misconception about your app (i.e. expensive, hard to learn) and your response Temptation: an alternative perceived as easier (i.e. take no action, go with incumbent) and your response Anxiety: a circumstantial fear (i.e. “boss won’t let me” or “new hardware required”) and your response
Your Story
Meet <Persona>. <Pain> is keeping <Persona> from <goal>.
What if <user goal> for <target> was <qualifier>?
Finally, there’s a <qualifier> way to <user goal>. Screenshot 1
Your trusted guides Name Team role Name Team role Name Team role
For <target> that want to <goal>, <your app> provides <qualifier> <goal> because of <proof>.
Apps like us We work with... Screenshot 2
! It’s too <challenge> ! Isn’t it easier to <temptation>? ! But I might <anxiety>
Acknowledge <challenge> Refute <temptation> Relieve <anxiety>
Screenshot 3 Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 ! Pricing/Availability
Are you ready to <goal> without <pain>? Call to Action
Now <Persona> is the hero because (s)he can <goal> <qualifier>.
(Finally) There’s a <qualifier> way to <goal>. Contact info Screenshot 1